Eclectic Thought Samples From Larry Burns

BareMinerals – Sampling success

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(4.20.15 Retail Week)
Consistently we find marketers expressing the desire to sit at the intersection of social and sampling.  There have been several startups over the years who have tried.  Their largest challenges have always been the willingness (and ability) of brands to offer sufficient samples to consistently populate such programs.   People love them, retailers like them too – but brands?  Until a genuine re-thinking of how a brand allocates marketing resources occurs, sampling will remain an under supported strategy in the marketing world.  I love to see new ideas – and maybe this one will prosper! Favorite line “A third of recipients of BareMinerals’ make-up foundation went into a store following receipt of their sample.” That ‘response rate’ is very consistent with US norms.

Categorised as: Product Sampling News